Courtesy of Lori Coulter
The approach of summer invariably brings with it the dreaded hunt for the “perfect” swimsuit. St. Louis native Lori Coulter has made it her business to help women find a flattering suit through her company, Lori Coulter Made-to-Order Swimwear (611 Olive Street, Suite 1305, 314-727-9879). Find out how Coulter has harnessed technology to solve this perpetual problem, and get her tips on buying swimwear that’s right for you.
How did you get started in the made-to-order swimwear business?
This is a good story. When I was in graduate school at Wash. U., I was very interested in digital body scanning and other initiatives that were changing fashion. When I went home, my mom said, “If we could just make a swimsuit that fit, we’d have a gold mine.” I went on to do research on digital body scanning and the swimwear industry.
How did you come up with the TrueMeasure process?
By really just looking at the market and understanding the needs of the customer and what technology was available for the made-to-measure business model. We utilize the digital body scanning system and online ordering. We’re one of the few manufacturers in the world to go from scanning to delivery in such rapid fashion.
How much does your typical suit cost?
For a custom suit, it’s $225. We have lots of options for ready-to-wear as well, which run about $145. These are found at Soft Surroundings and the Collective at MX in downtown St. Louis. We’re really only doing made-to-order swimwear on an event basis, although customers can still call.
What inspires your work?
I love travel. I love art. And gardening. All these things come together to create what I would refer to as an effortlessly chic collection. We don’t want it to look too contrived. On top of the overall design aesthetic, we also think of what’s wearable for our customer, what’s flattering to her shape, and what’s going to make her feel comfortable and beautiful when she’s wearing the garment.
What are your most popular swimsuits?
One of our most popular is the halter tankini paired with a low-rise bottom. We see different variations on that suit. This year, my particular favorite is a navy with cream accents.
Where is your swimwear available?
We have a large customer base here in St. Louis, but we definitely have a national presence. We sell to most of the large-scale resorts in Las Vegas, like the MGM Grand and the Cosmopolitan Hotel and Casino. Also, the Fontainebleau Miami Beach. The nice thing about being in resorts is that people see your designs from all over the country—all over the world, really.
What have been some of your successes?
Most recently, launching Lori Coulter at Soft Surroundings in Spring 2012. I really love the swimwear that we’ve done for them. We’re in our second year of that program. I am also particularly proud of the collection we designed this spring. I really believe that it’s competitive with any swimwear designer anywhere. Also, it’s our fifth year sponsoring the Miss Missouri America Pageant.
Do you have anything exciting on the horizon?
We are reworking our website with an online made-to-order application. It will be finished in 2013. In addition, we are working with several new retailers on our private label swim collection. We design private label swimwear for other retailers and have lots in the works for 2014.
What tips would you give about choosing the right suit?
When looking for swimwear, the silhouette or the shape of the design is most important. It’s also paramount to look for something that’s flattering to the bust and that draws attention to your better features. Just make sure you’re not drawing the eye to the areas that need to be camouflaged. Don’t necessarily look for the most recent trends, but something that’s appropriate for your body type. I tell women that you don’t have to earn a swimsuit. You deserve to feel confident and beautiful no matter what. We are our worst critics. Give yourself a little leeway, and I believe you can walk away looking your best with the right kind of attitude.
